Old school steel gets fresh look + feel
Spartanburg Steel Products
THE ASK
“We’re undergoing a massive transition to expand our offerings and our geographical reach and we want our brand to do the same. Should we change our name and/or logo, too?”
THE OUTCOME
Our goal for this project was to vet the viability of the company’s existing name as it related to their 2.0 vision and then define and develop a new brand identity. They are proud of their heritage, but the existing brand was dated, tracing its roots to the company’s founding as Firestone Steel Products in 1962 and the name ‘Spartanburg Steel’ had a limiting effect on their plans for geographic expansion.
The solution was a shortening of the name to SSP, allowing ‘Spartanburg’ to remain part of the brand story. We then crafted a modernized look and feel that puts them on equal footing with much larger, global competitors.
WHAT WE DID
Brand Audit
Brand Archetyping
Naming Research
Rebrand + Identity
Marketing Strategy
BRAND STRATEGY
SSP needed a complete visual identity system and messaging strategy that reflected both its history as a respected manufacturer and its aspirations to evolve and grow in the advanced manufacturing space.
